Brentford reveal new crest. A badge of honour?

10 Nov

Oh. Wow! What the actual? Brentford have only gone and done it. Out of nowhere the badge is dead. Long live the badge. The club have announced today that the present version – which has been in use since 1994/95 – is to be updated. And by updated, we’re stepping back in time – albeit with a modern, modern twist. THIS is our new club badge.


I love it. Let’s get that out there immediately. The new crest (to give it the correct technical term) is almost a dead ringer for the version used back in the early 70s.That didn’t last long once it was realised that the club has used 1888 instead of 1889 as the year of our formation. Yet now it is back, but with a cleaner sharper finish.


I’ve always been a ‘castle’ man. That was the one on the shirt as my love affair with the Bees progressed from a first game at the end of the 70s through the excitement of the 80s and early 90s. The FRT final. Terry Evans. Gary Blissett. Promotion at Peterborough. The castle was there through it all (a one season flirtation with ‘the funky bee’ aside), only to eventually be replaced by Andrew Henning’s season ticket winning design. As ever, ignore those spurious claims from TV astrologer Russell Grant that the logo was his. It wasn’t

Yet despite the present version’s popularity in some quarters my own take has always been that it is just too busy and, like the ‘Spitfire’ font that once adorned the Braemar Road stand, maybe even just a little dated. With a stylised beehive, the coat of arms, a scroll, four quarters and several text blocks within the design there was just too much going on. Or, as one correspondent put it back in August, “like it’s been made using Microsoft Clip art.”

So there’s no pretence at tears from yours truly yet, at the same time, it has always been a worry that when it eventually came to replacing this we’d make a similar step. Indeed, the club almost changed on the occasion of our 125th anniversary. A garish, faux-arsenal, celebratory graphic based on our first ever badge was revealed. Whilst the centrepiece was wonderful, the overall look was horrific. Thankfully, this one was quietly parked and has rarely been mentioned since.


Which brings us right up to date and Brentford looking back to look forward. The design is smart and stylish but with a retro feel. It looks wonderful from the stills – how will it look on next year’s shirt? Kitman Bob, I’m looking at you. Any more clues….?


What do supporters think? Will we see Brexit and Trump ‘Not my badge’ style protests? Could ‘that fansite’ go into (yet another) meltdown? Or will supporters embrace the new creation? Could it even be deemed our best ever?

For me, it isn’t the Castle (what is?) but it isn’t the cluttered clipart. We’ve bypassed the twee shieldery of the ‘125th’ whilst avoiding the bizarre cuteness of the Funky Bee. Instead we have a modern classic with roots in the past.

This is not revolution, it’s part of the Club’s evolution” says the update on the club website. Whatever the logic, I like it. A lot. Great job Brentford FC.


Nick Bruzon


9 Responses to “Brentford reveal new crest. A badge of honour?”

  1. Bjorn Andreassen November 10, 2016 at 1:20 pm #

    Great change. Cannot wait to get merchandise with the new crest. Up the Bees!

  2. Jax November 10, 2016 at 1:43 pm #

    All very well saying the current badge looks a bit clip art but that’s neglecting that this new one is literally a circle with a clip art style bee (wasp) stuck in the middle.

    Seems to be a modern trend to go for a basic, dare say naff design in an attempt to “digitize”.

  3. Bernard Quackenbush (@BernardQuack) November 10, 2016 at 5:13 pm #

    I absolutely love it!!

    I have done a lot of work in design and the new crest is absolutely on trend! It looks like a modern update on a classic, and thats exactly what it is. For those of you who arent sure what I mean, have a peek at my Twitter account.

    For those of you who felt there was nothing wrong with the current crest, I can assure you that design wise it looks very dated. You can clearly see its a style from the 1990s and has not dated at all well. We are a very forward thinking football club who do not forget the people who make up Brentford FC. The club understands how important our heritage is both on and off the pitch. I feel this crest reflects all of that and gives us a much stronger identity. I actually cannot fault it!

    There is a hint of art deco in style and again anyone who travels down the Great West Road can see the influence of art deco in the local community.

    For those complaining about the bee, well anyone who has a garden will know that there are many species of British bees, and they come in different shapes. As for the missing legs…they are under the wings!!

  4. RebelBee November 10, 2016 at 5:17 pm #

    No issue with changing the current design, other than the sea-axes of Middx I’ve never liked it much. Reviving the castle badge in some way would have ticked all the boxes for me, simple, clear, using all 3 main colours, and has meaning (our fortress). The new badge is OK with me and I hope it is a grower over time. I certainly don’t yet see the conspiracies that some others do. Some will say it should have gone out to the fan-base but can we agree on anything – and look what happens when you let the great unwashed decide on important things 🙂

    • hobbo November 10, 2016 at 5:54 pm #

      Love it, simply says who and what we are, Brentford fc and we are the Bees founded in 1889, even has stripes in the background

  5. Spanish Bee November 10, 2016 at 8:37 pm #

    Good job, clean, simple, modern, as a marketing man I think it’s spot on. It’s surprisingly difficult to do this and it could have been a helluva lot worse. Sorry to see the Middlesex swords go, but it would have looked too much like Sheffield United

  6. Anna November 10, 2016 at 9:58 pm #

    Thanks Nick, you & your respondants are making me feel better, warmer towards it. I liked the current one, though can see a move to a simpler design makes sense. Was a bit of a shocker for me today though!

    • nickbruzon November 10, 2016 at 11:52 pm #

      Cheers Anna. Nice to see so many positive reactions tonight. Clearly an emotive subject but I hope we all grow to love this one

  7. Rob O November 11, 2016 at 1:05 am #

    It’s a hipster badge. A marketing attempt at authenticity. But it’s nice and inoffensive and a bit safe. So ok to flog stuff. Would have preferred one of those bees from the wolves programme cover personally. They look like they mean business

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